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Artificial intelligence has long been part of everyday creative life - even outside the media industry. At Transforming Media on May 20, 2025 in Würzburg, everything revolved around the question of how we can use AI sensibly without losing our creative signature.
bayernkreativ was there to take away the most important impulses for the cultural and creative industries. Here are five thoughts that will stay with you:
Felix Rieger from the AI Competence Center Media emphasized: "AI relieves us of routines - and gives us time for the ideas that really count. It can deliver initial drafts or prepare content neutrally. But: the creative decision remains with us.
If you want to use AI efficiently, you need clear input. The better the input, e.g. through personas or structured questions, the better the results. Prompting is not a magic trick, but a craft.
Kirschan Lehmann from the 1E9 think tank put it in a nutshell: "AI is average." It provides solid foundations on which we can build. We do the fine-tuning.
Carlina Mohr showed how to package content to suit the target group. Formats such as "5 ways to ..." or "7 things that ..." work because they appeal to the community. No matter which tool was used to create them.
Fabian Grischkat reminded us how important authenticity is in the digital space. Different tools help with authentication, but it remains crucial: Anyone who communicates should really know their own target group.
The question of how we work with new technologies does not only concern the media industry. Whether design, music, architecture or literature - AI is a tool that affects all cultural and creative professionals. This is precisely why it was important for us to be part of Transforming Media: to gather perspectives, promote exchange and bring new impetus to the entire cultural and creative industries.
